Brazil must not let up against illegal betting, ANJL president says

During the conversation, ANJL President Plínio Lemos Jorge highlights the growth of the betting industry in Brazil and the significant increase in revenue collected during the first five months of the year.

In his view, these results confirm the economic and social importance of the legalised market. “We went from BRL3.1 billion ($620 million) between January and May 2025 to BRL5.89 billion this year,” he says. “This leap reflects the progress of the regulated sector, with benefits flowing back to society through tax contributions.”

According to Lemos Jorge, the World Cup likely boosted the figures for June, which have not yet been officially released. “It was the first World Cup played with the Brazilian market already regulated. Football brought consumers closer to responsible entertainment platforms,” he observes.

He notes that authorised operators adhered to strict rules during the tournament. “The SPA reinforced requirements regarding integrity, advertising and communication prior to the competition.” For Lemos Jorge, this is crucial for the sector’s sustainability.

The ANJL president highlighted in-person activations at bars and restaurants, as well as initiatives involving fans. “These initiatives helped digital brands create experiences beyond the screen.”

New rules

Lemos Jorge views the new federal advertising regulations as an added safeguard for both bettors and operators. The push by the ANJL for clearer, more responsible and transparent advertising places the betting sector at a pivotal moment.

On the other hand, he criticises municipal bans on advertising in public spaces. In his view, the Constitution reserves authority over commercial advertising for the federal government. “Divergent local rules could create legislative confusion and legal uncertainty for operators,” is his assessment.

Political pressure on betting companies is expected to intensify during the second half of the year due to the coming elections. According to him, the industry must remain resilient and committed to responsible gaming. “Once this turbulent period passes, we believe the market will likely face less criticism,” he predicts.

The major challenge that must be tackled is illegal websites. They remain a significant factor and could expand if regulations render the formal market unviable. Lemos Jorge is determined. “We cannot let our guard down,” he states. “What encourages us is that the government, as a whole, has recognised the need to combat this issue.”

iGaming Business – How do you assess the results of the sports betting and online gaming sector in the first half of 2026?

Plínio Lemos Jorge – The Federal Revenue Service has not yet released the figures for the first half of the year, but data for the first five months show that tax revenue rose from BRL3.1 billion from January through May 2025 to BRL 5.89 billion this year. This jump highlights the growth of the regulated sector and its importance, given the benefits it brings to Brazilian society through tax collection.

iGB – Is it already possible to estimate how much the World Cup contributed to the increase in revenue for fixed-odds betting operators?

PLJ – We do not yet have the official market figures for June, but the World Cup will certainly have a significant impact on the results achieved during that period. It was the first World Cup to take place with a regulated market in effect in Brazil.

Everyone knows that Brazilians are passionate about soccer. Now, fans of the sport have been able to experience the entertainment offered by this sector amidst the World Cup atmosphere. Substantial revenue is the result of work that is well-executed, well-targeted and conducted responsibly for the public.

iGB – Did the regulated sector perform well during the World Cup? Were the rules properly followed?

PLJ – Yes. It is important to highlight that all operators authorised by the Ministry of Finance operate under a strict regulatory framework. This encompasses not only Law No. 14.790/2023 but also the ordinances issued by the Secretariat of Prizes and Bets (SPA).

In the lead-up to the World Cup, the SPA emphasised its commitment to the sector’s integrity and responsibility. One week before the tournament, Technical Note No. 3620 was issued, establishing specific rules regarding communication, advertising, and marketing for betting operators.

As the regulatory authority, the SPA has the power to oversee operations and impose sanctions in the event of non-compliance with the law.

iGB – What were the main positive practices during the World Cup, and what wasn’t followed properly and serves as a warning for operators to improve their practices?

PLJ – Physical activations by betting companies were certainly a highlight of this World Cup – ranging from partnerships with bars and restaurants to the distribution of fan kits, among other initiatives. Through these efforts, brands operating in the digital space foster a closer connection with consumers, offering them a genuine experience beyond the screen.

It is up to the organisation to emphasise that transparency, balance and common sense must always guide the sector’s actions. This benefits consumers and businesses alike, while also strengthening the market.

iGB – A great deal of criticism has surfaced regarding advertising during the World Cup. Was it a lack of commitment on the part of the industry, or an inadequate analysis by those who do not understand the sector?

PLJ – Industry advertising has faced criticism since the regulated market began – primarily in sectors that view betting companies as a perceived threat to their own businesses, a notion that has been thoroughly debunked.

Any potential lapses that may have occurred during the World Cup will be duly addressed by Conar, the SPA itself and, if applicable, Senacon (an agency linked to the Ministry of Justice). The fact remains that we cannot say for certain whether such lapses occurred. Everyone is aware of the rules, which are clearly defined; therefore, non-compliance cannot be justified by a claim of ignorance.

iGB – The government has just issued new advertising regulations. How does ANJL view this tightening of measures to curb the expansion of the regulated market?

PLJ – ANJL views this development with confidence, seeing it as an extra layer of protection for both bettors and operators. Even more transparent and informative communication, through new mandatory elements in advertising, is likely to make the market even safer and more responsible than it already is.

iGB – The city of Rio de Janeiro is implementing bans on advertising in public spaces. The city of João Pessoa has done the same. Now, São Paulo and other state capitals and major cities want to follow suit. What is your take on these measures?

PLJ – From a legal standpoint, these are major misconceptions. And it’s not just me saying this. The Federal Constitution clearly states, in Article 22, that legislation on commercial advertising falls exclusively within the jurisdiction of the federal government. The consumer protection argument is valid regarding specific institutions, such as state and municipal Procons (Consumer Defence and Protection Programmes). They act as a sort of mediator for consumer complaints against companies.

It is inconceivable, however, for different advertising rules to be established across 26 states and the Federal District, as well as more than 5,000 municipalities nationwide. Beyond causing immense legislative confusion, given that advertising involves various media, such as digital platforms and broadcasting, this creates unprecedented legal uncertainty for industry operators.

iGB – Isn’t it time for the industry to come together to establish more consistent self-regulation of advertising so that it can be better understood by the public?

PLJ – The self-regulation framework resulting in Annex X, as developed jointly by ANJL, IBJR (Brazilian Institute for Responsible Gambling), and Conar (National Council for Advertising Self-Regulation), is highly robust and stringent. The text is also easy to understand. The industry had been using the slogan “play responsibly” in the same way the beer industry uses “drink in moderation”. Yet, all scrutiny and criticism have been, and continue to be, directed solely at the betting industry, as if compulsive behaviour were unique to this sector.

We believe that the new ordinances from the Ministry of Finance will reinforce the message of balance and responsibility, yielding positive results for the sector itself.

iGB – Brazil’s second half of the year will be dominated by the elections. How will the electoral process affect the regulated sector, given that the leading candidates have singled out betting companies as “scapegoats”?

PLJ – Unfortunately, this has been the case since the beginning of this year, with an eye already on the upcoming elections. The industry will have to remain resilient and reinforce its commitment to responsible and ethical gaming. Once this turbulent period has passed, we believe the market will be less of a target for criticism, as it will already be fully integrated into the economy and the daily life of Brazilian society.

iGB – Do illegal websites still account for nearly half of the Brazilian online betting and gaming market? How can we effectively and sustainably reduce their market share?

PLJ – They do. And this share is likely to grow even further if initiatives are introduced that undermine business sustainability in Brazil, such as tax hikes or stricter advertising restrictions.

We have already observed a decrease in the percentage of illegal sites. However, we cannot let our guard down; the fight must continue. We are pleased that the government has recognized the need to combat this issue, and our laboratory, operating in partnership with Anatel (Brazil’s National Telecommunications Agency) and the SPA, now serves as the central hub for information. The facility is dedicated to monitoring, intelligence gathering and technical analysis of the betting market.